Tseliso Rangaka on Problem Solving with Radio & Audio
Tense moments aided by suspenseful music, calm scenes with birds tweeting, and busy streets with honks, chatter and bustle - I’m sure you can hear them all in your mind. That’s the power of sound design and audio - the components that make up the ‘Radio and Audio’ category at advertising’s Cannes Lions Festival.
Within the criteria of the category, industry experts are looking out for ‘creativity that is wired for sound’ and provokes a reaction from the audience. Sitting at the helm of this year’s jury is FCB Joburg’s Tseliso Rangaka, guiding the rest of the jury members to inform their decision on this year’s winners.
With lots of entries to consider, there are a few prior winners which Tseliso looks to for particular inspiration, namely the Swedish Tourist Association’s ‘The Swedish Number’ spot, as well as Burger King’s ‘BK Bot’. Aside from that and keeping his jury sharp to battle judging fatigue, there is one thing he reminds them of: ‘As a jury, we are obliged to reward great ideas where audio is the magic ingredient, over those where it’s merely an additive’.
Speaking with LBB’s Nisna Mahtani, Tseliso shares his take on the Radio and Audio category this year.
LBB> How are you preparing to judge the Radio and Audio category this year?
Tseliso> Online judging has already begun. There’s a lot to get through, and it’s always difficult carving out time to judge with the agency machine going full steam in the background, so I prefer to go through the entries at home, in the mornings and evenings when it’s quieter. The thing I try and watch for is judging fatigue. Trying to push through when mentally exhausted or distracted affects the process, and isn’t fair to the work, especially where there’s local context or nuance involved. Depending on the sub-category, I listen to the audio submission on its own before watching the case film. I find it helps me get to the audio idea or lack thereof quicker. We have about a month to go through our allocated entries, and for that duration, the work is my entertainment and education.
LBB> What about Radio and Audio really excites or interests you?
Tseliso> I love that sound exists in most mediums - either as the main actor or in a supporting role. Its ability to aid storytelling and command emotion is unrivalled.
LBB> Tell us about some of the previous winners which you believe embody the category and will be looking to for inspiration.
Tseliso> ‘The Swedish Number’ - if you don’t know it, look it up - is one of my all-time favourites. They found a way to get people from all over the world to have a conversation. The simplicity of the idea fills me with envy every time.
The Burger King ‘BK Bot’ campaign is also one I reference a lot from a scriptwriting point of view. It is surreal, hilarious, and makes perfect sense all at the same time!
[Swedish Tourist Association - The Swedish Number]
LBB> The criteria for the category describe it as ‘creativity that is wired for sound’. What are the key trends or outcomes that you’re keeping in mind when looking out for work this year?
Tseliso> The basics never change. We’re looking for brilliant creative ideas that use audio as their tool of choice, to solve business or societal problems for brands.
LBB> What are some of the unique considerations of this medium and what advice will you be sharing with the rest of the jury?
Tseliso> The Radio and Audio category is particularly difficult to judge because sound is so pervasive. As a jury, we are obliged to reward great ideas where audio is the magic ingredient, over those where it’s merely an additive. That is one of my strongest steers to the jury - to find the very core of an idea and assess how big a role audio plays in it. The other is around purpose-driven work. While this work has a place and is necessary, it comes pre-loaded with emotion and an advantage over other work. We must bear this in mind.
LBB> When you aren’t judging, are there any talks you’re keen to catch while at Cannes this year?
Tseliso> Who don’t I want to see! Halle Berry, Lee Clow, Jon Batiste, DMC, Jeff Goodby, Aoi Yamada, It’s a bottomless bucket list of choices.
LBB> Outside of the radio and Audio jury room, what do you think will be the big talking point of Cannes 2023?
Tseliso> I expect a lot of the conversation to be around AI and the role of ethics and humanity in the next world.
LBB> Generally, what sort of work do you believe will be winning big at Cannes this year?
Tseliso> This is always difficult to predict, and that’s what makes Cannes Lions so exciting! To take a guess, I’d say it will be work that lifts the spirits and, whether through technology, insight, or craft, connects with us on a human level. The vagueness of this answer is intentional.
LBB> Any final thoughts you’d like to share?
Tseliso> I’m looking forward to the experience. We have a strong team of jurors, and the debate will no doubt be worth the 30-plus hour flight round trip.
